Previously the exclusive domain of exotic brands like Rolls-Royce and Ferrari, more and more mainstream brands are launching personalization programs to meet the increasing demand for custom touches in cars.
The latest is Genesis, which has launched the One of One program, currently catering to customers in West Asia only. An expansion to other markets has not been announced but is likely.
Genesis One of One personalization program
Similar to rival personalization programs, One of One lets buyers work together with a Genesis staff member to create a unique design. Options include custom color and material combinations for the exterior and cabin, personalized embroidery and engravings (such as dash plaques and door sill treadplates), and a host of other accessories. Everything is crafted using traditional techniques.
The first vehicles to undergo the program are the G90 flagship sedan and G80 Coupe. They feature details like two-tone paint finishes, custom-colored leather trim, and bespoke embroidery, including distinctive quilting patterns for the seats.
Genesis One of One personalization program
Even brands not typically associated with luxury vehicles are offering an increasing number of personalization options. Ford, for instance, launched the Custom Garage program last year, and Mini has been offering its Yours Customized program for years.
In the years ahead, Genesis also plans to expand into the performance realm with its own racing team and in-house performance sub-brand. The latter, called Magma, is set to rival the likes of BMW M and Mercedes-Benz AMG by offering tuned versions of every vehicle in the Genesis lineup.